Consumer perception of cured pork meats: the added value of the organic attribute
A. Gaviglio, A. Piranihttps://doi.org/10.17221/233/2014-CJFSCitation:Gaviglio A., Pirani A. (2015): Consumer perception of cured pork meats: the added value of the organic attribute. Czech J. Food Sci., 33: 32-36.
Convenience foods, such as cured meats, have always been appreciated in terms of their price, convenience and of course their taste. The pig sector in Italy is substantially stable, and has recently been enhanced by new forms of product differentiation, such as quality certifications. We studied consumer preferences with respect to cured meats from organic farming using a Choice Experiment (CE) and Conditional Logit (CL) approach. In order to estimate consumer attitudes towards organic cured meats, we estimated the weight of externalities that such meats produce presenting them as intrinsic attributes of the product. The final aim was therefore to examine how better health, the protection of biodiversity and the reduction of pollution can affect the choices of organic versus conventional cured meats. Given the characteristics of CE, the trade-offs among these attributes and their value in terms of consumer willingness to pay (WTP) were thus estimated. The results indicate that consumers are well-disposed to organic cured meats, and are aware of the need to support livestock productions that respect the environment and animal welfare.Keywords:choice experiment; conditional logit; consumer perception; organic pork meatReferences:
Aarset Bernt, Beckmann Suzanna, Bigne Enrique, Beveridge Malcolm, Bjorndal Trond, Bunting Jane, McDonagh Pierre, Mariojouls Catherine, Muir James, Prothero Andrea, Reisch Lucia, Smith Andrew, Tveteras Ragnar, Young James (2004): The European consumers’ understanding and perceptions of the “organic” food regime. British Food Journal, 106, 93-105 https://doi.org/10.1108/00070700410516784Adamowicz W., Louviere J., Williams M. (1994): Combining Revealed and Stated Preference Methods for Valuing Environmental Amenities. Journal of Environmental Economics and Management, 26, 271-292 https://doi.org/10.1006/jeem.1994.1017Batte Marvin T., Hooker Neal H., Haab Timothy C., Beaverson Jeremy (2007): Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food products. Food Policy, 32, 145-159 https://doi.org/10.1016/j.foodpol.2006.05.003Bredahl L., Grunert K.G., Fertin C. (1998): Relating consumer perceptions of pork quality to physical product characteristics. Food Quality and Preference, 9, 273-281 https://doi.org/10.1016/S0950-3293(98)00007-XDarby Kim, Batte Marvin T., Ernst Stan, Roe Brian (2008): Decomposing Local: A Conjoint Analysis of Locally Produced Foods. American Journal of Agricultural Economics, 90, 476-486 https://doi.org/10.1111/j.1467-8276.2007.01111.xDurham C.A. (2007): The impact of environmental and health motivations on the organic share of produce purchases. Agricultural and Resource Economics Review, 36: 304–320.Gaviglio A. (2007): L’evoluzione delle principali determinanti di acquisto dei prodotti da agricoltura biologica. In: Zanoli R.: Sostenibilità e Qualità delle produzioni agricole biologiche. 3rd Workshop GRAB-IT, Roma, May 22, 2007. Perugia, Ali&no Editrice.Grunert Klaus G., Bredahl Lone, Brunsø Karen (2004): Consumer perception of meat quality and implications for product development in the meat sector—a review. Meat Science, 66, 259-272 https://doi.org/10.1016/S0309-1740(03)00130-XHill Helene, Lynchehaun Fidelma (2002): Organic milk: attitudes and consumption patterns. British Food Journal, 104, 526-542 https://doi.org/10.1108/00070700210434570Hughner Renée Shaw, McDonagh Pierre, Prothero Andrea, Shultz Clifford J., Stanton Julie (2007): Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6, 94-110 https://doi.org/10.1002/cb.210Lancaster Kelvin J. (1966): A New Approach to Consumer Theory. Journal of Political Economy, 74, 132- https://doi.org/10.1086/259131Mazzanti Massimiliano (2002): Cultural heritage as multi-dimensional, multi-value and multi-attribute economic good: toward a new framework for economic analysis and valuation. The Journal of Socio-Economics, 31, 529-558 https://doi.org/10.1016/S1053-5357(02)00133-6McFadden D. (1984): Econometric analysis of qualitative response models. In: Griliches Z., Intriligator M. (eds): Handbook of Econometrics. II. Amsterdam, North Holland.Michaud C., Llerena D., Joly I. (): Willingness to pay for environmental attributes of non-food agricultural products: a real choice experiment. European Review of Agricultural Economics, 40, 313-329 https://doi.org/10.1093/erae/jbs025Naspetti S., Vairo D. (2004): Cosa pensano i consumatori della carne e del latte biologico: risultati di una ricerca europea. On: Atti del IV convegno nazionale “Zootecnia biologica 4 anni dopo”, Arezzo, Italy, March 26, 2004.Nitrates Directive No. 676 of the Council (91/676/EEC). Official Journal, L 375, 31/12/1991.Sali G. (2003): La valutazione delle preferenze mediante esperimenti di scelta: il contenuto ambientale dei prodotti agro-alimentari. Rivista di Economia Agraria, LVIII: 553–575.Zander Katrin, Hamm Ulrich (2010): Consumer preferences for additional ethical attributes of organic food. Food Quality and Preference, 21, 495-503 https://doi.org/10.1016/j.foodqual.2010.01.006Zanoli Raffaele, Naspetti Simona (2002): Consumer motivations in the purchase of organic food. British Food Journal, 104, 643-653 https://doi.org/10.1108/00070700210425930